Bat makers adopting new strategies to survive

Facing stiff challenge from the big brands, the indigenous bat manufacturers have now started joining hands with some of the foreign names to survive the competition.

Initially it was the local brands, which was promoted by the Indian players but gradually these indigenous brands lost grounds to the big names and money played a big role with the cricketers switching over, said Ramesh Chander Kohli of sports goods manufacturer 'BAS'.

Sitting in his small first floor office amid sounds of bats and hockey sticks being made in the factory downstairs, Kohli lamented that times have changed a lot and now the big brands like MRF and Reebok have left almost no place for them to promote their products.

"Recently we have tied up with three players of South Africa, including Hashim Amla, who are playing with our brand 'BAS'. Three West Indian cricketers have also agreed to use our bats," Kohli said.

Not only BAS, two other popular brands 'Renson' and 'PROTOS' have also roped in some of the Indian and foreign cricketers to use their bats.

While some of the Sri Lankan players are using 'RANSON' brand, Indian spinner Amit Mishra is using the bat branded with 'PROTOS', manufactured by city-based F C Sondhi and Company.

Most of the bats used in the Indian sub-continent and Zimbabwe are actually manufactured indigenously as in many places bat making is a small-scale industry.

Meanwhile, manufacturers like Ranson Sports Industry (RSI) are taking a three-pronged strategy to survive the competition and increase their business.

The company is shifting their base from the unorganised area in Jalandhar to a leather complex - an area designated for manufacturers, and is also adding new machinery from England.

Besides, five international cricketers including West Indian Dale Richards and Sachith Shanaka of Sri Lanka have also been roped up by RSI to endorse the brand.

Brand logos like MRF, Britannia and Hero Honda are not only finding places on the bats of Indian players, but other cricket playing countries are also familiar to these names.

But there is no mention about the people who manufacture the bats, which are used by the star batsmen.